Journal of Community Nutrition

The Korean Society of Community Nutrition (대한지역사회영양학회)
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The Design, Implementation, and Evaluation of Social Marketing Campaigns in Nutrition

  • Keenan, Debra-Palmer (Department of Nutritional Science, Rutgers, The State University of New Jersey Cook College) ;
  • Patricia M. Heacock (Department of Nutritional Science, Rutgers, The State University of New Jersey Cook College)
  • Published : 2003.12.01
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Abstract

Over the past two decades in the United States, social marketing has become an increasingly popular means of delivering nutrition education for the purpose of eliciting a specific behavior change. This manuscript defines social marketing via traditional marketing concepts and jargon, as well as through a communications strategy that can be used to guide message and campaign development. Research and evaluation strategies necessary to support the development and assessment of campaign promotions, is discussed. Four campaigns implemented in the United States, and one campaign implemented in Indonesia, are discussed in terms of the strategies presented. These campaigns illustrate how this educational technique and an array of assessment approaches have been applied to varied nutritional issues across diverse target audiences and settings. Practical recommendations, as well as discussion of issues regarding the advantages and disadvantages of using social marketing as an educational strategy, campaign sustainability, and philosophical considerations regarding the use of this educational approach, are addressed.

Keywords

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